Call me cynical but whenever I see a corporation talk up privacy, I start to question their motivations. It's worrying that a US company that Man-In-The-Middles most of the internet (and totally does not give the NSA all your keys) is working on attestation technology.
It's already annoying to fill out CAPTCHAs and many CloudFlare-backed sites simply just block my VPN. Couple this with Microsoft forcing TPM requirements on PC vendors for Windows 11 and a future where you need a locked down MS/Google/Apple OS to even browse to most sites is getting closer and closer each day.